Conversation has been a key aspect to boost sales and keep the customer satisfaction high. In the current society, where technology becomes a progressively increasing part of the everyday life, a shift emerged towards online communication. The interaction between companies and customers is now happening through messaging apps such as Facebook Messenger and Whatsapp Messenger more than ever. These digital conversations can be automated, and this automated experience is called conversational commerce.
The use of messenger apps and messenger marketing
People across generations prefer the use of Messenger apps in communication over e-mail contact and contact by phone. In order to respond to this preference it makes sense to consider the importance of Messenger Marketing in strengthening the marketing strategy of your company.
The use of messenger apps as marketing channels is growing with 400% each year.This means that if your company is not using social messenger platforms yet, there is a big chance that your competitors already are.
A study from Facebook pointed out that 67% of the social media users worldwide have increased their use of social messaging in the past two years. 51% of them even reported that social messaging had replaced the other forms of communication.
The use of Messenger apps is currently bigger than the use of social media, and is expected to keep increasing in the future. Social messaging has become the new standard.
Facebook Messenger and WhatsApp are the most widely used messaging apps worldwide in terms of monthly active users. There are currently 1.3 billion monthly active users on Facebook Messenger and 1.6 billion active users on WhatsApp.
Customer empowerment and conversational commerce
One of the best ways to build a relationship with customers and to increase the quality of their buyer experience is through customer empowerment. The key is to empower customers to make informed purchases. Social commerce changes the role of the customer from ignorant to informed, from isolated to connected and from passive to active.
Direct conversation causes the customer to experience an increased feeling of trust. A survey held by Scentient Decision Science shows that on average more than 70% of people around the globe report that the possibility to chat with a company gives them a more trusted feeling about the brand.
“It seems pretty obvious now that the first inclination of most people when they want to talk to a friend or a family member is to text them. It’s crazy this hasn’t come to businesses yet. The first businesses that are able to fully embrace this and be as responsive and communicative as a friend will be able to drive significant new relationships with their customers and ultimately increased business. This isn’t a matter of if, just when. The technology is coming along fast.”Josh Elman, VP Product at Robinhood and Venture Partner at Greylock
Traditional marketing versus conversational commerce
Most companies still rely on e-mail to reach their customers, an inferior approach given how saturated this channel has become. The average click-through rate of Messenger app marketing is 35%, which exceeds the average click through rates of other marketing channels by miles. While the open rate for Email marketing amounts to 22,86%, the click through rate is as marginal as 3,71%.
Conversational commerce makes use of the same natural conversation style that people use in their daily life. This ensures accessibility and results in high user convenience.
The results of a global Facebook Messaging Survey show that about a third of the people have converted through the use of Messenger apps.